How to Understand Your Audience for Better Copy

Marketers succeed when they put audiences first, not products. This shift transforms your entire strategy. Start by mapping where your audience already spends their time online. Identify specific problems they're actively trying to solve right now. Pay attention to the exact language they use to describe challenges. Try defining your audience as "people struggling with X" instead of demographics. This approach will naturally improve your content relevance and channel selection. Your messages will finally connect on a deeper level. The best campaigns don't showcase product features first. They demonstrate a deep understanding of the audience's pain points. They speak directly to the real problems they face daily. When you truly know your audience, marketing decisions become clearer. Your content resonates more authentically with the right people. This audience-first mindset is what separates good marketing from great.

To build emotional resonance, you need to connect with your audience on a personal level—and that starts with knowing them deeply. This goes beyond basic demographics like age, location, or income. Emotional connection happens when you understand their values, fears, and motivations. → Start by observing conversations in your niche. Look at social media comments, forums, or community spaces where your audience hangs out. → Pay attention to the language they use—what words and phrases pop up often? These conversations provide clues about their emotional triggers and concerns, which you can reflect in your messaging. → Conduct open-ended surveys that ask “why” questions rather than just “what” questions. For example, instead of asking which features they like, ask why those features matter to them. This reveals the emotions behind their preferences, helping you create messages that align with their deeper needs. → Lean into behavioral data. What content do they engage with the most? Which emails get opened and which links get clicked? Patterns in behavior tell a story—identify what topics capture their interest and shape future content around those insights. → Build personas that reflect real challenges and aspirations. Instead of general personas, create living profiles that evolve as you learn more about your audience. Use specific examples or anecdotes that help your team see the audience as individuals, not just statistics. → Most importantly, listen without assumptions. Don’t assume you know what your audience wants—stay curious, ask questions, and let their responses shape your strategy. When your audience feels understood, your content naturally becomes more engaging and emotionally resonant. Knowing your audience deeply means being present in their world. When you tap into their motivations and speak directly to their fears and aspirations, your message cuts through the noise and builds meaningful, lasting connections. #storytelling #marketing #customermarketing

 Understanding Who They Really Are If You want to connect, engage, and inspire action, you need to go deeper than surface-level demographics. It’s not enough to know what your audience does or where they hang out. You need to understand who they are at their core. Here’s what you should dive into: 💁♀️ Personality Are they analytical thinkers? Dreamers? Practical doers? Speak their language. If they’re numbers-driven, show data. If they’re creative, paint a picture with words. 💁♀️ Hopes & Fears What’s their biggest dream? What keeps them up at night? Great messaging shows them you get it, and positions you as the guide to their desired future. 💁♀️ Beliefs What do they value? What do they stand for, or against? Align your message with their worldview, and you’ll create trust faster than you can say “authentic connection.” 💁♀️ Values Do they prioritize freedom, security, innovation, or community? Show them how your product, service, or idea supports what they care about most. When you understand these four things, your content doesn’t feel like marketing. It feels like a conversation with someone who really gets them. 💡 Pro Tip: Don’t assume ➡️ Ask questions ➡️ Engage in conversations. ➡️ Listen. Your audience will tell you everything you need to know if you’re paying attention. What’s one thing you’ve learned about your audience that changed how you connect with them?

People think good content is just about hooks and copy. But that's only half the story. You also need to know who you're talking to. You can spend all day perfecting your opening line, tweaking your carousel design, or split-testing your CTA. But if you don't actually understand your ideal client profile (ICP), you’re just entertaining strangers. Real ICP work looks like this: 1️⃣ You know their real problems ↳ Not the surface stuff. The actual friction keeping them stuck. ↳ The gap between where they are and where they need to be. 2️⃣ You get how they decide ↳ Logic backs up the purchase. Emotion makes it happen. ↳ What's stopping them? What's pushing them forward? 3️⃣ You talk the way they talk ↳ They're not searching for "cutting-edge solutions". ↳ They're Googling their problem the way they'd tell a mate. 4️⃣ You know what they actually care about ↳ Time? Status? Control? Certainty? ↳ Match your content to that, not what you're selling. Most skip the ICP work and go straight to hitting post on half baked ideas. Then wonder why their engagement is dead and their DMs are empty. But when you properly understand your audience... Your content doesn't feel like everyone else's. It feels like you made it specifically for them. ✅ That's when people actually save your content. ✅ Send them to their teams. ✅ Message you because they already trust you get it. You understood them better than anyone else competing for their attention. Platforms will die. Algorithms will change. AI could flip everything upside down. But consumer psychology stays the same. So learn how people think, not just what's trending. If you want to build a brand that actually connects with your ICP, subscribe to our free newsletter Building Leverage: https://bit.ly/47q7i9v

Your job isn't to create desire. It's to find the desire that ALREADY EXISTS and channel it toward your solution. After 8 years and 3,500+ projects, I've learned that the most successful copy doesn't manufacture want - it discovers what people are already desperately craving and gives it a clear path to fulfillment. Instead of trying to convince someone they need what you're selling, you dig deep to understand what they're already losing sleep over. Every person you're writing to exists in two realities: 👉 Their Ordinary World 🔰 Where they are right now 🔰 Their current struggles and limitations 🔰 The daily frustrations they face What they've accepted as "just how things are" 👉Their Dream World 🔰Where they desperately want to be 🔰The transformation they're craving 🔰The life they picture when they close their eyes What they believe would make everything better Your copy becomes a bridge between these two worlds. Before you write a single word of copy, answer these questions about your target audience: 1. Dream World Discovery -What specific outcome do they fantasize about? -How would their life change if they got what they wanted? -What would their typical day look like in their ideal scenario? -Who would they become? How would others see them? 2. Ordinary World Reality Check -What frustrations do they face daily related to your solution? -What have they tried before that didn't work? -What excuses do they make for why they can't have what they want? -What are they telling themselves about why change is impossible? 3. The Emotional Blockers -What fears are holding them back? -What past failures haunt them? -What limiting beliefs do they carry? -What are they afraid others will think? 4. The Unconscious Desires -What do they want but won't admit out loud? -What deeper need is driving their surface-level wants? -What would having your solution really give them beyond the obvious? It's important to understand that not all desires are created equal. They are based on... 1. Urgency - how fast do they want it fixed? 2. Staying Power - how long do the results last 3. Scope- How many people share this exact desire? Mass market beats tiny niche for most businesses. When You Write: 🕛 Start with their current pain, not your solution 🕧 Paint a vivid picture of their dream outcome 🕐 Show how your product is the bridge between the two 🕜 Use their language, not yours Does your audience read your copy and think "This person gets me" or "This person is trying to sell me something"?

In marketing and copywriting, there's a principle that's often overlooked but incredibly powerful: Theory of Mind. Originally a psychological concept, it refers to the ability to understand that others have beliefs, desires, and perspectives different from your own. But how does this apply to marketing? 🤔 When crafting copy, it's not just about what you want to say—it's about understanding what your audience wants and needs to hear. The key is to step into their shoes, understand their challenges, and communicate in a way that resonates with them emotionally and cognitively. Here’s how you can apply Theory of Mind to your marketing: 1. Empathy Over Assumption: Instead of assuming what your audience knows or feels, take the time to research and truly understand their perspective. Surveys, feedback, and social listening are your best friends here. 2. Clarity Beats Cleverness: While it’s tempting to be clever, always prioritize clarity. If your audience can’t immediately grasp the message, it’s a missed opportunity. 3. Personalized Messaging: Use what you know about your audience's preferences and behaviors to tailor your messages. The more personalized the communication, the more likely it will resonate. 4. Test & Iterate: Even with the best intentions, your initial assumptions might not be spot-on. A/B testing your messages can reveal what truly resonates with your audience. By embracing Theory of Mind, you’re not just creating content—you’re crafting messages that truly connect. It’s about being audience-centric, which is at the heart of effective marketing.

A year ago, I was that guy—writing copy that sounded like a university thesis. Buzzwords, jargon, and enough fluff to fill a pillow factory. My readers? Confused. My conversions? Nonexistent. Then I stumbled upon brands like Moosejaw and BarkBox. Their copy felt like a friend texting me, not a robot pitching me. That’s when I realized: conversational copy isn’t just “casual.” It’s strategic. It builds trust, makes you memorable, and (most importantly) gets results. Here’s how brands like these taught me to write copy that clicks with people: Conversational copywriting is all about writing like you're talking—no jargon, no sales-y pitch. But how do you nail it? Here’s a guide based on brands that get it right. Thread 🧵 1/ Moosejaw Fun and quirky copy that hooks you instantly. Examples: ✔️ “We love NFTs (Nacho Fun Times).” ✔️ “Remember to season your concrete after shoveling snow.” ✔️ “No, our website isn’t powered by hamsters in wheels… yet.” Takeaway: Don't be afraid to let your personality shine—it’s what makes people remember you. 2/ BarkBox What do they sell? Adorable joy for dogs. ✔️ They use relatable humor + 100% satisfaction guarantees. ✔️ They speak their audience's language—dog parents, not just dog owners. Takeaway: Know your audience. Write for them, not at them. 3/ Innocent Drinks Natural products, natural tone. ✔️ They use ultra-specific details like “botanical” to emphasize quality. ✔️ They lean on transparency to eliminate buyer anxiety. Takeaway: Be real, and get specific—your audience will trust you more. 4/ OkCupid DTF? They redefine it. ✔️ Their copy flips expectations. ✔️ They invite users to define their version of dating. Takeaway: Play with cultural norms to create an emotional connection. 5/ Gymit Copy that feels like a casual gym chat. ✔️ They make gyms approachable—not intimidating. ✔️ The honesty in their tone makes them relatable to everyone, not just fitness buffs. Takeaway: Use language that removes barriers for your audience. 6/ Lego Timeless yet relevant. ✔️ Nostalgia meets values. ✔️ One ad paired a retro toy with a modern message about equality. Takeaway: Tie your brand’s history with current values to create powerful storytelling. Conversational copy isn’t magic—it’s empathy. Think: What would your audience actually want to hear? Then say that.

Three years ago, I was having coffee with a client who'd just fired their previous Copywriter. "She was technically perfect," he said. "Grammar, structure, everything. But nobody cared." That hit me hard. Because I realized I was making the same mistake. I was writing TO my audience instead of FOR them. There's a difference: Writing TO someone = talking at them Writing FOR someone = talking with them. When you write TO people: 🫤You use industry jargon they don't understand 🫤You focus on features they don't care about 🫤You solve problems they don't actually have When you write FOR people: ✍️You use their language, not yours ✍️You address their real fears and desires ✍️You meet them where they are emotionally The best copy doesn't sound like a copy at all. It sounds like a conversation with someone who truly gets you. That client? His new website copy (written FOR his audience) increased inquiries by 340%. Not because the writing was perfect. But because it felt personal. #Brandstory #Copywriting #Connection #Authenticity #SmartCopy

You can’t sell what people don’t understand. You might know your offer inside out. But if your audience can’t repeat it back to you in one sentence it’s not clear enough. People don’t take action on confusion. They scroll. They nod. They forget. And it’s not their fault. Clarity doesn’t mean dumbing it down. It means showing depth through simplicity. Here’s how I help clients go from “huh?” to “oh, I get it”: 1.) Essence → One sentence If you can’t describe your offer in a single, sharp sentence, it’s not ready. The best positioning makes you go “of course”, not “let me explain.” 2.) Pain → Real-world impact Talk about the actual shift they’ll experience. Outcomes win over features every time. 3.) Language match → Say it their way Your audience already has a way of describing their problem. Mirror it. Don’t teach, reflect. 4.) Metaphor or analogy → Make it visual If your product were a tool or shortcut, what would it be? One clean metaphor builds trust faster than three paragraphs. 5.) Mini proof snippet → Add weight Show one clear result, stat, or story. Proof turns clarity into credibility. 6.) Clarity test → Say it to a stranger If someone outside your industry can repeat your offer, you’ve nailed it. 7.) Refine and repeat → Simplicity scales Every time you explain your work, simplify. Clarity compounds. Confusion resets. Your offer might be brilliant. But if it’s not clear, it won’t convert. 👉 If this helped clarify your offer: DM “copywriting” and I’ll send the full Copywriting Playbook. Or DM “story” for the storytelling version that builds trust through narrative. Clarity makes both work harder. Choose the one you need most. If you found this post helpful, repost it with your network. Follow Stevo Jokic for more content like this.

Your website isn’t a shareholder report. Write like a human. Before you publish that LinkedIn post, send that email, or update your website, ask yourself: "Would I actually say this to a real person?" If not, congratulations. You’ve just written copy that sounds like a robot with a corporate communications degree. Rewrite it. Good copy doesn’t sound like an interoffice memo. It sounds like a conversation. Here's what that looks like in real life: ✅Hey. Want to check out the new Italian place? They make fresh pasta daily, and their truffle gnocchi? Holy sh*t. So good. Plus, it’s right by your office. Let’s grab lunch one day this week. ❌Dear Sarah, I recently discovered a new restaurant that offers a variety of Italian dishes, including handmade pasta. The ambiance is warm and inviting, and the location is convenient. Let me know if you’d be interested in dining there sometime. The first one? Natural, personal, relevant. The second? Reads like a Yelp review written by a robot. Your copy should feel like the first. Like you’re talking to a real person, not drafting an email to your board of directors. If your messaging isn’t landing, chances are you’re focused on what you want to say instead of what your audience wants to hear. Not sure what this is? That's not a copy problem. That's a listening problem. Here’s how to fix it: ✔️ Customer interviews: Ask real people what drives them. ✔️ Review mining:  Scour testimonials or reviews, and Reddit threads for their exact words. ✔️ Social listening: Lurk (strategically) in Facebook groups, LinkedIn comments, or wherever your target audience hangs out. ✔️ Live sales/discovery calls: Listen to the questions people ask. Pure gold. ✔️ Surveys and polls : Quick, easy, and a great way to get lots of insights. Because the easiest way to write words that connect? Listen first. Write second. How do you make sure your copy actually connects?